Build a Case for Data Driven Recruitment Marketing
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Celinda Appleby shares lesson's learned building data driven marketing strategies aligned to attracting diverse talent. In this deck you will find: intake checklist, persona checklist and Celinda's blueprint on the steps to take to launch a strategic campaign.
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Build a Case for Data Driven Recruitment Marketing
- 2. Celinda Appleby Director, Global Talent Attraction Build a Case for Data Driven Recruitment Marketing
- 3. Agenda 1 Who am I? 2 Why are we here? 3 Lessons Learned 4 Q&A
- 4. @celly_app BIO • Director @ Visa • Portland, Oregon • Chilean HERSTORY • Nike, Oracle, HP Alum • Recruiter by trade, passionate about branding & marketing FUN FACTS • Pop Culture Aficionado • Natural Storyteller • Fueled by Starbucks • Kitchen Dancing Machine
- 8. Recruitment Marketing refers to the strategies and tactics an organization uses to find, attract, engage and nurture diverse talent before they apply for a job. Source: Wikipedia
- 11. 1 BUILD YOUR SQUAD LESSON LEARNED
- 12. Recruiter Employer Brand Marketing EmployeesHiring Manager Diversity & Inclusion Who should have a seat at your table?
- 14. Intake Checklist Provide education on the state of the industry & market trends Learn the context of what makes the job special Ask questions about the candidate profile Challenge the hiring manager on the most important skills & characteristics Ask for budget and timelines Create partnerships that can help speed up the process for future hiring campaigns
- 15. After you meet with your internal partners, engage vendor partners & share your recruitment challenge!
- 16. 2 DATA IS YOUR HOMIE LESSON LEARNED
- 17. She who holds information, and can interpret it yields leadership
- 18. Internal Sources • Focus Groups • Employee Surveys • Current Talent Pipelines • Former & Current Applicants • Internal System Reports • Workforce Analytics • Career Site Metrics
- 19. External Sources • Google Analytics • White Papers & Reports • Workforce Insights • Benchmarking Tools • Market Trends • Thought Partners • Potential Vendors • External Consultants & Agencies
- 20. 3 BE WISE, PERSONALIZE LESSON LEARNED
- 21. Every Human is Different. Every Industry is Different.
- 22. What is their job? What do they do every day? Where are they located? Is relocation available? What is their level of experience? Professional and Educational? What characteristics are you looking for? Where do they hang out? What do they like to do? Who are they? Personalization Checklist
- 23. Beastmode Baller BACKGROUND • Student, Male • Portland, Oregon • Hispanic / Caucasian INTERESTS • Perfecting his pitching & batting skills • Watching sports EXPERIENCE • Little League Pitcher • Entrepreneur BACKGROUND • Student, Male • Portland, Oregon • Hispanic / Caucasian EXPERIENCE • Designs Video Games • Aspiring Celebrity INTERESTS • Fortnite, Grand Theft Auto • Vlogging IDENTIFERS • Athletic • Enjoys Volunteering IDENTIFERS • Class Clown • Gamer Coding Champ
- 24. 4 LESSON LEARNED
- 25. HOW WOULD CELINDA DO IT? 1. Set the table & schedule an intake meeting 2. Review recruiting materials: job description & sourcing intake 3. Call vendor partners & share context 4. Host a kick-off meeting
- 26. 5. Reengage your vendor partners 6. Review data from ATS & CRM 7. Use a Talent Insights tool HOW WOULD CELINDA DO IT?
- 27. 9. Use internal & external information to create personas 10. Build a recruitment strategy centered on the personas & internal & external data 11. Host a pitch-back meeting HOW WOULD CELINDA DO IT?
- 28. The world is not one size fits all --- why do we have a Recruitment Marketing Strategy?
- 29. Thank you.